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McDonalds history began in the California town ofSan Bernardino back in 1940 when Richard andMaurice (Dick and Mac) McDonald openedup McDonalds BBQ Restaurant

A significant development in the historyof McDonalds was the entry of Ray Kroc into thebusiness who bought the rights to expand

the McDonalds concept outside of California andquickly built the restaurant chain and by 1959 over100 restaurants were in operation

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McDonald's India was set up as a 50:50 joint-venture between

McDonald's at a global level and regional Iian partners such as

Hard castle Restaurants Private Limited in western India and

Connaught Plaza Restaurants Private Limited in northern India.

The first Indian McDonald's outlet opened in Mumbai

in 1996. Since then, outlets have begun trading in metropolitan

and Tier II towns across the country. By September 2008, it had

premises in Mumbai, Bangalore, Baroda, Pune, Indore, Nasik,

Chennai, Hyderabad, Surat and Ahmedabad.

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"McDonald's vision is to be the world's bestquick service restaurant experience. Being the

best means providing outstanding quality,

service, cleanliness, and value, so that we makeevery customer in every restaurant smile."

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1996 the first McDonalds restaurant opened on Oct. 13, atBasant Lok, Vasant Vihar, New Delhi. It was also the first

restaurant in the world not serving beef on its menu.

1997the first Drive Thru restaurant at Noida

1999the first Mall location restaurant at Ansal PlazaNewDelhi

2000the first highway restaurant at Mathura

2001the first thematic restaurant at Connaught Place

2002the first restaurant in a food court at 3Cs, LajpatNagar and the first restaurant at the Delhi Metro Station at

Inter State Bus Terminus

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A Family with children:- A treat to children, afun place to be for the children.

Urbancustomer on the move:- great tastequick service without affecting the workschedule.

Teenager Hangout:- with friends, but keepit affordable.

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Phase I: Launching the brand

The starting point for McDonald's India was to change Indian

consumers' perceptions, which associated it with being 'foreign',

'American', 'not knowing what to expect' and 'discomfort with the

new or different

McDonald's wanted to position itself as 'Indian' and a promoter of

'family values and culture

They chose to focus on familiarizing the customer with the brand.

The brand was built on establishing functional benefits as well as

experiential marketing."

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They educated their customers about the build of their

products and did extensive kitchen tours for their customers.

They showed them how they use separate vegetarian and non-vegetarian platforms for cooking a first in any market for

McDonald's."

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Brand Advertising

By 2000, McDonald's India was ready to begin TVadvertising.

"The first Indian TV commercial, Stage Fright, attempted to

establish an emotional connection between the (Indian) family

and the brand.

A second campaign featured a child and his family moving intoa new place. He misses his previous surroundings until

McDonald's provides something familiar.

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These storylines were supported by other initiatives. The company's one-minute service guarantee attempted to reinforce its reputation for fast,friendly and accurate service and it also ran in-store vents for mothers andchildren.

"In 2004, They launched the Happy Price Menu with a value message for ayounger audience. For the first time McDonald's India saw a surge ofyounger consumers and people from socio-economic class B walk into theirstores.

Leo Burnett India has created a new set of commercials forMcDonalds Happy Price Menu. The menu was launched in2004 and has since seen taglines like What your bahaana is?,Purane zamaane ka daam and Bees mein full dhamaal. Thethought for the latest lot is "You don't need to think twicewhen McDonald's has burgers at only Rs 25"

In 2008, the latest campaign from the McDonalds-Leo Burnett stable usesfather-son duos from the Indian film industry to reiterate the theme of"Yesteryear's Prices". It features Bollywood stars from past decades togetherwith their sons and a message that prices have not risen in line with thepassage of time

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In the TVC titled 'Birthday', a school going child alongwith his friendsis shown fooling his school bus driver, by giving him directions toMcDonald's instead of the stop he was supposed to get down at. Asthe bus stops at the McDelivery counter, the children in the bus start

singing 'happy birthday', as it's their bus driver's birthday.

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International Growth

Forward Integration

-Distribution through Franchisees

Backward Integration

-Local Sourcing, Cold Chain, Suppliers

Market penetration & Development

- McDelivery

New Product Development

- Aloo Tikki, Salad

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Mc Donalds mein hai kuch baat

projects McDonalds as a place for the whole family to enjoy.

When McDonalds entered in India it was mainly perceived astargeting the urban

upper class people. Today it positions itself as an affordable place t

o eat without compromising on the quality of food, service and

hygiene

You deserve a Break Today & Feed your inner child

This commitment of quality of food and service in a clean,

hygienic and relaxing atmosphere has ensured that McDonaldsmaintains a positive relationship with the customers.

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Some of the most famous marketing campaigns ofMcDonalds are:

You Deserve a break today, so get up and getaway- To McDonalds

Aap ke zamane mein ,baap ke zamane ke daam.

Food, Folks, and Fun

Im loving it

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McDonald's is Your Kind of Place (1967) You Deserve a Break Today (1971) We Do it All for You (1975) You, You're The One (1976) Nobody Can Do It Like McDonald's Can (1979) Renewed: You Deserve a Break Today (1980 & 1981) Nobody Makes Your Day Like McDonald's Can (1981)

McDonald's and You (1983) It's a Good Time for the Great Taste of McDonald's (1984) Good Time, Great Taste, That's Why This is My Place (1988) Food, Folks and Fun (1990) McDonald's Today (1991) What You Want is What You Get (1992) Have you Had your Break Today? (1995) My McDonald's (1997) Did Somebody Say McDonald's (1997) We Love to See You Smile (2000) There's a little McDonald's in Everyone (2001) - Canada Only

i'm lovin' it (2003)

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Collaboration with Coke, MTV,Hungama.com, Sony Music & GM

Scratch cards on Large combo meals

Prizes- caps, t-shirts, CDs, free tickets to aLucky Ali contest

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McDonalds India To Launch Web Based Ordering

Am I Lovin It ? McDonalds India (North and East) teamed up with

prominent sight saving NGO, ORBIS Internationaland reputed

McDonalds India to post calories on its menus McDonalds in association with UNESCO, Readers

Digest, and Ministry of Human ResourceDevelopment and Walt Disney, organizedMillennium Dreamers a nationwide search forchild achievers who have contributed to thecommunity, humanitarianism and education for

young people aged 8-15 years.

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The social message Light up your life, Adopt achild was promoted as a part of the NationalAdoption Week along with a Delhi based NGO.

Educational workshops in collaboration with theDelhi Government on bus, road, fire safety, fun andfitness etc. are conducted regularly in schools tokeep kids abreast of day-to-day safety measures

Yamuna Cleaning Campaign; As an active partner

of Delhi Government's Bhagidari Scheme, McDonald's India teamed up with the Government

of Delhi in the Clean the Yamuna project.

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Childrens painting competition across cities

Maintaining gardens, parks, heritage structures

They always use recyclable paper bags.

Litter Patrols to ensure cleaner neighborhood.

Huge donations to Bhuj Gujarat earthquakes

Co-Sponsor of Inter-School Science Quiz Competition.

2002, tie up with Nalanda Foundation -education of theunderprivileged Girl-Child

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Strong connection with youth and children for a long time.

Positions itself as an affordable place to eat without

compromising on the quality of food, service and hygiene.

Targeting children by providing incentives and schemes like

toys with happy meal etc.

Quick service and excellent customer relationship is one of

the positive features of McD.

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The requirements of customers change over time andthus the product offering has to be changed accordingly.. Thus

continuous innovation is required.

In most McDonald's and in a certain time of the day,if your order is not ready in 1 minute, you get something

free. Usually they provide you a small Coke for free.

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Need to bring in more product variety to sustainin the market.

McDonalds should develop menu choices that

are healthy.

Use local food resources.

Include more promotional and advertisingmeasures to increase its sales or to increase itsmarket share

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They should now concentrate more on theirproducts which are not having good saleslike ice tea and floats.

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www.mcdonaldindia.com

Mr. Jatin Patel-McDonald Outlet manager

www.wikipedia.org/mcdonalds

www.google.com

http://www.mcdonaldindia.com/http://www.wikipedia.org/mcdonaldshttp://www.google.com/http://www.google.com/http://www.wikipedia.org/mcdonaldshttp://www.mcdonaldindia.com/

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